Ecommerce Manager

Born Primitive; Virginia Beach (VA); On-site; USD 90,000 - 110,000; Full time

Job summary

Born Primitive seeks an Ecommerce Manager to own the performance of its digital storefronts in the US, Canada, and EU. You will lead CRO, site experience, and merchandising while guiding an Ecommerce Team and partnering with Marketing, Email/SMS, Product, and Customer Service to optimize the customer journey.

The role blends strategic ownership with hands-on execution, requiring strong leadership, data-driven decisions, and a customer-first mindset as the business scales from Virginia Beach.

Qualifications

• 3+ years in ecommerce leadership, CRO focus, multi-store experience.
• Proven track record managing high-traffic ecommerce sites.
• Experience building and sizing ecommerce teams.
• Autonomous, decisive, and data-driven decision maker.
• Advanced understanding of site navigation, UX, and merchandising.

Responsibilities

• Own CRO and site performance across three storefronts (US, Canada, EU).
• Lead Ecommerce Team; partner with Marketing, Product, Merchandising, and Customer Service.
• Oversee tech stack, landing pages, and ongoing site management.
• Drive SEO and emerging channels; optimize conversion at every funnel stage.
• Present results and roadmaps to leadership with business cases for investments.

Skills

Ecommerce management

Shopify Plus

Conversion rate optimization

Team leadership

Cross-functional collaboration

UX/UI & merchandising judgment

SEO

Tools

Ecommerce tech stack

Job description

Position Overview

The Ecommerce Manager owns the performance of Born Primitive’s digital storefronts across the US, Canada, and EU markets, serving as the primary point of accountability for conversion rate and overall site performance. Reporting to the Director of Ecommerce and leading our Ecommerce Team, this role blends strategic ownership of conversion rate optimization, site experience, and merchandising with hands on execution across technology, landing pages, and daily site management.

This is a highly collaborative role. The Ecommerce Manager partners closely with the Marketing Manager and Email/SMS Manager to lower customer acquisition cost across the full funnel, from ad to landing page to email opt in and welcome series, and with the Customer Service Manager to resolve site issues and improve the customer experience. The role also works directly with Product and Merchandising on catalog, navigation, and presentation. The role has a dedicated Web Development Team for technical projects, and support from our Creative Team to bring landing pages and on-site experiences to life.

This is a role with real room to grow. As part of a fast-growing company with dynamic opportunities, this position offers clear room for growth as the role matures and demonstrates impact over time.

What You’ll Own

• Conversion Rate & Site Experience: own the customer’s full path to purchase, from landing through checkout and supporting post purchase, across all three storefronts, continually identifying and acting on opportunities to improve conversion.
• Merchandising & Navigation: partner with Product and Merchandising to keep the catalog, navigation, presentation, and assortment clean, intuitive, and aligned with how customers shop and the selling points that convert.
• Technology & Tools: own the ecommerce tech stack, building the business case and accountable for the return on every tool and investment.
• Site Structure & Technical Hygiene: lead strategy and standards for how the site is organized and maintained behind the scenes, directing the Ecommerce Team on execution while staying hands on enough to make direct adjustments during key selling periods when speed matters most.
• Team Leadership: own the structure, talent, and size of the Ecommerce Team, assessing capability against business needs and making the case for the right investment in people.
• Cross Functional Partnership: proactively collaborate with Creative, Marketing, Customer Service, and Email/SMS Managers to improve site KPIs, lower customer acquisition cost end-to-end, and improve customer experience and customer journey.
• Search & Emerging Channels: own SEO implementation and performance and bring Born Primitive’s presence into GEO and agentic commerce channels as they develop.
• Visibility & Communication: present your work, results, and roadmap to the Director of Ecommerce and company leadership, with a clear command of your site’s performance and the story behind it, including the business case and return behind investments in tools and team.

Success in This Role

Success in this position is measured by conversion rate performance, site experience quality, and how effectively the team runs day to day, especially during Born Primitive’s most critical selling windows.

• Take full ownership of site performance and conversion rate across all three storefronts, with site health standing as a direct reflection of their leadership.
• Make well-reasoned people decisions, including difficult ones, and own the results.
• Lead through action with unwavering dependability, especially during key selling periods like Black Friday, Cyber Monday, and other major selling windows.
• Bring a customer first instinct to every merchandising, navigation, and path to purchase decision.
• Build strong working partnerships across Marketing, Email/SMS, and Customer Service, particularly to drive down customer acquisition cost, retain and extend customer lifespans.
• Evaluate and evolve the ecommerce tech stack, tools, and SOPs to keep the site efficient and the team set up to succeed.

Core Skills & Qualifications

• 3+ years of ecommerce experience (5+ preferred), including 2+ years on Shopify Plus, with experience managing or leading a team.
• Proven track record of CRO success managing a high traffic ecommerce site, ideally across multiple storefronts or regions.
• A seasoned leader, invested in the people behind the product, with experience building, restructuring, and right-sizing teams, comfortable making and defending tough people decisions.
• Highly autonomous and decisive, comfortable owning ambiguous, fast-moving problems and bringing leadership outcomes rather than just options.
• Structured and detail oriented, with strong QA discipline and sound judgment for testing changes before they go live.
• SEO experience required; familiarity with GEO and agentic/AI commerce channels is preferred.
• A customer first instinct, with strong UX/UI and merchandising judgment.
• Unwavering dependability and a strong sense of ownership, especially during Born Primitive’s most critical selling periods.
• A self-starter and continuous learner, growing through every success and failure on site.

Compensation Information

Born Primitive is committed to pay transparency. The compensation range for this position is $90,000 - $110,000 annually, based on skills and experience. This is a salaried, full-time position.

General Information

This job description is not intended to provide a complete and comprehensive list of all job duties, requirements, and responsibilities. Instead, it is provided as a general overview of the expectations for the position. This is an on-site, salaried position at our Virginia Beach headquarters. Success is measured by results, and the role requires the flexibility to meet the needs of the business whenever they arise.